Eco-Awareness Grows New Leaves through the Greening of Gucci

Eco-awareness has just sprouted some beautiful new “leaves” in the form of a stunning new eco-documentary film. Its elegantly simple and fitting title is “Home.”

Yann Arthus-Bertrand, the artist/filmmaker who created this masterful work, effectively contrasts the awesome natural beauty of our home planet with the equally baneful evidence of the manifold destruction that we humans have inflicted on it through our mindless abuse and excessive consumption.

This film is especially significant in that its major funding (10 million Euros) has been provided by the France-based mega-corporation, PPR SA, one of the world’s largest retailing conglomerates and famed purveyor of Gucci leather handbags and Puma shoes.

Similarly significant is PPR’s stipulation that this film is to be provided to distributors at no cost. For its World Environmental Day debut on June 5, 2009, then, “Home” was simultaneously released to YouTube and 80 TV channels, including the National Geographic channel. Reportedly, it will be free to watch on YouTube until June 15, 2009.

In reference to the seeming incongruity of PPR taking this surprising initiative, Laurent Claquin, PPR Senior Vice President of Corporate Social and Environmental responsibility, stated, “It’s true we’re putting ourselves at risk in a way. We’re not perfect yet. We’re never going to be perfect. But we have a duty to act.”

Given the urgency of maximizing eco-awareness in every way possible, all charitable actions that contribute to this urgent end—however “perfect” or “imperfect” they may seem—deserve to be honored and highly applauded.

In order to turn back the tide of eco-destruction that has already caused massive extinction of species and increasingly threatens the very survival of our civilization, this is clearly a time for “all hands on deck” and where the end objective justifies a wide variety of skillful means.

I particularly enjoyed the video and found a particular resonance with your comment… “Given the urgency of maximizing eco-awareness in every way possible, all charitable actions that contribute to this urgent end?however ?perfect? or ?imperfect? they may seem?deserve to be honoured and highly applauded.”

The movie bankrolled by François Pinault great art collector and 4th biggest family fortune of France caused a row as it was screened on the eve of the European elections. It was viewed by a 9 million television audience in france and is blamed for having tipped the balance in favour of the ecological party gaining for the first time almost as much votes at the main opposition socialist party in an election characterized by low voter turnout. The good news is that the environment has become a rallying cause for all stakeholders.

Fantastic post. I can’t help but feel the irony of a major producer of leather goods being involved in this project.

Not saying that Gucci should abandon their business, or stop supporting eco-causes, just thinking about the ‘carbon footprint’ left in the making of just one leather purse. It takes a lot of resources to raise cattle.

Thank you for this artical. I do know that we need to make significant changes soon or we will have very little chance in the future. There are little things that we can all do to make a difference, it all boils down to choice. What choices will you make today for our fuure?